Shaya by CaratLane has announced singer Shreya Ghoshal as its new Brand Ambassador as the silver jewellery brand marks its eighth birthday. The partnership is being introduced through the campaign ‘Stories Written in Silver’, which explores silver as an everyday expression of personal style.
The association brings together Shaya’s focus on contemporary silver jewellery and Ghoshal’s long-standing connection with the category. The singer has worn silver jewellery across appearances, shoots and performances, making her association with the brand a natural extension of its positioning around everyday silver.
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The campaign draws on silver’s longstanding place in Indian households, from jewellery and heirlooms to everyday objects, while looking at how it continues to evolve as a contemporary style choice. ‘Stories Written in Silver’ uses the idea of silver as a thread connecting different women, their experiences and everyday rituals.
The campaign features women who may not know each other but share the experience of choosing and wearing silver jewellery in their own ways. Ghoshal’s association with silver and her career journey are used to extend this idea across different generations and expressions of individuality.
“Shreya isn't just one of the finest voices this country has ever heard. She moves across languages, genres and generations and somehow always sounds unmistakably herself. That's exactly the spirit Shaya was built for, women who are individualistic, unmistakably Indian yet completely modern. We are thrilled to welcome her as the face of Shaya,” says Ajith Singh, Business Head, Shaya
“I still remember the payal I had as a child. That was probably the first piece of jewellery I ever owned. That is probably the first time I understood what jewellery could mean beyond just how it looks. Silver has stayed with me ever since, it has never felt like an occasion piece, just something that's quietly always been there. So when Shaya came along, it didn't feel like signing on to a brand, it felt like coming back to something that was already mine,” Shreya Ghoshal expressed.
Founded in 2018, Shaya offers 925 silver jewellery across ethnic and everyday styles. As it marks its eighth year, the brand has 12 exclusive stores, a presence across 100+ CaratLane stores, more than 2,000 designs and a 500K+ Instagram community.
“I still remember hearing Shreya's voice for the first time on TV as an unmissable young talent and her songs have stayed with me through the years since. So when we started talking about her being the face of Shaya, there was a personal moment in this for me, beyond just the business decision. Shaya has always been about women who are on a journey of self discovery, who live on their own terms, and that's silver's story too, it adapts, it takes the shape of whoever is wearing it. Shreya is the same way, she has never stopped evolving, but she has always sounded like herself, ” adds Saumen Bhaumik, CEO
With Ghoshal as the brand’s new ambassador, Shaya is entering the next phase of its journey with a focus on bringing silver further into everyday dressing and exploring the different identities, occasions and experiences that can be written in silver. The brand plans to expand its presence to 400 CaratLane stores by the end of the financial year.
